Skripsi

Breaking women s stereotypes through expressions employed in advertisements / Rika Febrianti Putri

Abstrak
Putri Rika Febrianti. 2020. Breaking Women s Stereotypes through Expressions Employed in Advertisements Sarjana s Thesis English Language and Literature Faculty of Letters Universitas Negeri Malang. Advisors (I) Dr. Johannes A. Prayogo M.Pd M.Ed (II) Dr. Mirjam Anugerahwati M.A Keywords femvertising gender stereotypes expressions advertisements Advertisement is a device to influence people s point of view. Certain expressions are required to achieve the purposes of advertisement. This research aims to analyze advertisements which (1) promote the idea of breaking women s stereotypes and (2) employ expressions that break women s stereotypes. In achieving the goal of this research several theoretical frameworks were required such as language of gender and gender stereotypes in media. This research used descriptive qualitative method in analyzing each advertisements. The writer as the main instrument of this research searched the advertisements in YouTube chose some and analyzed choice of words one advertisements at a time. A total number of 10 advertisements varied from beauty products to athletic and footwear apparel were chosen from YouTube. The findings revealed that (1) the advertisements exhibited two different methods in promoting the idea of breaking women s stereotype. The first one is they depict the gender stereotypes then present contrary statement. The other pattern is directly delivering women s achievement after they break the stereotypes by putting well-known public figure in it. (2) The expressions are divided into two as well traditional gender role stereotypes and the counter statements. The counter statements are the key to break the stereotypes. It can be finally concluded that those advertisements have served their purpose for promoting the brands while campaigning gender equality particularly women empowerment. It is suggested that in the future linguists could analyze further the use of expressions that represent women in advertisement.

Informasi Detail

DDC

Rs 425.029 PUT b

Prodi

Universitas Negeri Malang. Program Studi Bahasa dan Sastra Inggris, 2021.

Deskripsi Fisik

xiii, 52 lembar : il. ; 30 cm.

Bahasa

Indonesia

No Reg

01470/KI/22

Edisi

Skripsi (Sarjana)--Universitas Negeri Malang. 2021

Subjek

1. BAHASA INGGRIS - BAHASA IKLAN
2. ENGLISH - ADVERTISING LANGUAGE

Pembimbing

1. Johannes Ananto Prayogo ; 2. Mirjam Anugerawati

Lampiran Berkas